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Redefining Media.




So, Nestle, the world’s biggest food company, is trialling a new strategy by targeting a particularly resilient segment of the consumer market – dogs! Check it out.

However, this article focuses more on Mobile phones and our increasing obsession with them. The market has come a long way since the 1970’s although Apple’s latest announcement was slightly under-whelming. Yesterday Tim Cook oversaw what many thought was the launch of the iPhone 5, and in fact was the iPhone 4S. Tech geeks were disappointed although Apple claim it is far superior on the inside to the standard iPhone 4; which is already the world’s best-selling smartphone.

It is clear from Samsungs attempt to halt the release that the smartphone market is immensely competitive. The changes to Apple’s European smartphone market share for the first half of the year show why the iPhone 4S needs to be a hit. Samsung and HTC are both gaining ground fast. The asian contenders have welded their manufacturing proficiency with Google’s programming nous, using the Android operating system which has led to rapid the growth of mid range smart phones.

A recent piece of research by Screen Pages shows that mobile now accounts for 10% of ecommerce. The study indicated that 80% of all mobile web browsing occurs on Apple devices (namely iPhones & iPads). However, although mobile web browsing is on the up, conversions are far lower than on PCs. Roger Wilcocks of Screen Pages suggested that smaller marketers and retailers are losing revenue by not taking advantage of mobile opportunities.

"If mobiles are 10 per cent of your business and conversions are 40 per cent lower, on a site with 10,000 visits per day with a conversion ratio of three per cent and an average order value of £50, mobile usage can represent a loss in revenue of over £300,000."

While conversion rates were lower on mobile devices, bounce rates were also lower than on PC – by approximately five per cent – suggesting consumers using smartphones are less likely to navigate away from a page immediately after landing on it.

Food for thought, not dogs

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